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Most loved brands in America

  • Andrew Burton/Getty Images
    1/ Andrew Burton/Getty Images

    Most loved brands in America

    A company's brand represents an implicit promise to customers on the quality they can expect to receive. A history of strong products and service, proven corporate responsibility, and irresistible advertising mascots all impact how we view brands, and in turn, how we choose to spend our money.

    To help discover which brands have earned the most love and trust from customers, Morning Consult performed 250,000 survey interviews of U.S. adults, asking their opinion of 1,000 major brands. From these results, Morning Consult ranked all brands by their net favorability score, representing the percentage of respondents who view a brand favorably subtracted by the percentage who view it unfavorably.

    The 2018 results feature companies that touch every aspect of our lives — from what we eat, to what we wear, to how we work. Read on to explore which brands are most loved by Americans.

     

     

     

  • Ambassador Base // Flickr
    2/ Ambassador Base // Flickr

    #25. Microsoft

    Net favorability: 69.4

    Company size: $711.4 billion market cap

  • Mike Mozart // Flickr
    3/ Mike Mozart // Flickr

    #24. General Mills

    Net favorability: 69.6

    Company size: $25.2 billion market cap

  • Steve Snodgrass // Flickr
    4/ Steve Snodgrass // Flickr

    #23. Lipton

    Net favorability: 69.7

    Company size: brand within Unilever ($160 billion market cap)

  • Dat Nguyen // Flickr
    5/ Dat Nguyen // Flickr

    #22. Nestle

    Net favorability: 70.8

    Company size: $240.5 billion market cap

  • Tooykrub // Shutterstock
    6/ Tooykrub // Shutterstock

    #21. Samsung Electronics

    Net favorability: 71.2

    Company size: $310.2 billion market cap

  • Miosotis Jade // Wikicommons
    7/ Miosotis Jade // Wikicommons

    #20. Lowe's

    Net favorability: 71.2

    Company size: $69.3 billion market cap

  • Mike Mozart // Flickr
    8/ Mike Mozart // Flickr

    #19. Dollar Tree

    Net favorability: 71.2

    Company size: $22.7 billion market cap

  • Mike Mozart // Flickr
    9/ Mike Mozart // Flickr

    #18. Frito-Lay

    Net favorability: 71.4

    Company size: brand within PepsiCo ($137.9 billion market cap)

  • Mike Mozart // Flickr
    10/ Mike Mozart // Flickr

    #17. Dove

    Net favorability: 71.7

    Company size: brand within Unilever ($160.0 billion market cap)

  • Pexels
    11/ Pexels

    #16. Levi's

    Net favorability: 71.9

    Company size: private company with $4.9 billion in annual revenue (FY2017)

  • Raysonho at Open Grid Scheduler / Grid Engine
    12/ Raysonho at Open Grid Scheduler / Grid Engine

    #15. Home Depot

    Net favorability: 71.9

    Company size: $214.3 billion market cap

  • Matthew Keys // Flickr
    13/ Matthew Keys // Flickr

    #14. Netflix

    Net favorability: 72.2

    Company size: $136.2 billion market cap

  • Raysonho at Open Grid Scheduler / Grid Engine
    14/ Raysonho at Open Grid Scheduler / Grid Engine

    #13. FedEx

    Net favorability: 72.6

    Company size: $64.3 billion market cap

  • Mike Mozart // Flickr
    15/ Mike Mozart // Flickr

    #12. Clorox

    Net favorability: 72.7

    Company size: $15.0 billion market cap

  • Mike Mozart // Flickr
    16/ Mike Mozart // Flickr

    #11. Colgate

    Net favorability: 72.9

    Company size: Brand within Colgate-Palmolive ($55.1 billion)

  • Flickr
    17/ Flickr

    #10. Campbell Soup

    Net favorability: 72.9

    Company size: $12.0 billion market cap

  • AlexandraPopova // Shutterstock
    18/ AlexandraPopova // Shutterstock

    #9. YouTube

    Net favorability: 73.8

    Company size: Brand within Google ($712.1 billion)

  • Mike Mozart // Flickr
    19/ Mike Mozart // Flickr

    #8. Betty Crocker

    Net favorability: 74.1

    Company size: Brand within General Mills ($25.2 billion market cap)

  • Pixabay
    20/ Pixabay

    #7. Sony

    Net favorability: 75.0

    Company size: $58.6 billion market cap

  • Mike Mozart // Flickr
    21/ Mike Mozart // Flickr

    #6. Kellogg's

    Net favorability: 75.9

    Company size: $19.6 billion market cap

  • Raysonho at Open Grid Scheduler / Grid Engine
    22/ Raysonho at Open Grid Scheduler / Grid Engine

    #5. UPS

    Net favorability: 76.0

    Company size: $95.8 billion market cap

  • SounderBruce // Wikicommons
    23/ SounderBruce // Wikicommons

    #4. Amazon

    Net favorability: 76.0

    Company size: $759.9 billion market cap

  • designs by Jack // Shutterstock
    24/ designs by Jack // Shutterstock

    #3. Pillsbury

    Net favorability: 76.1

    Company size: Brand within General Mills ($25.2 billion market cap)

  • Pixabay
    25/ Pixabay

    #2. Hershey's

    Net favorability: 78.6

    Company size: $18.7 billion market cap

  • stellamc // Shutterstock
    26/ stellamc // Shutterstock

    #1. Google

    Net favorability: 78.7

    Company size: $712.1 billion market cap

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